Responses by Adoratorio.

Background: Furniture design company Mara’s new website, together with the brand’s communication assets and exhibits, is one of its relaunch activities crowning the renovated visual identity crafted by Adoratorio. Designed on the pillars of lightness, minimalism, versatility and color resourcefulness, the branding perfectly balances Mara’s nature: engineering acumen with a polished aesthetic sensibility. The renewed direction also steered the approach to the product’s presentation: now colorful, appealing 3-D stills and animations showcasing products born of thought, design and, most importantly, craft.

Mara’s website was made for professionals, architects and interior designers worldwide, always preserving an inclusive eye for the final enjoyers of their design pieces.

Design core: The site’s core feature is definitely its lightness. When browsing a finalized website, an often-invisible thing is the amount of work that goes into turning a potentially overbearing library of information into a design that feels direct, clear and embraceable. This is a design approach we learned to master throughout the years, when our philosophy shifted from “Let’s make this product, concept or idea look deep, multifaceted and rich” to “Let’s make this universe of information something people can understand and resonate with.”

Aside from the overall structure, the proto-editorial design—enriched by a tasteful selection of pastel tones—creates an environment where information and imagery are conveyed with smooth personality.

Challenges: Mara’s project presented us with a common challenge creative agencies face, one that is often quite difficult to overcome—subpar content. In the context of web design and development, when taste, skills and technical prowess are present, the true differentiator between a timeless and a forgettable project is its visual content. With Mara, we managed to collaborate closely from before the sketches, setting clear visual guidelines for product stills, 3-D and animations, structuring successful foundations for the website to be.

Navigation structure: We designed the navigation to create a continuous flow in the user journey. Visitors can go from the homepage to product categories, then into a product that piqued their interest, and then to discover situations and projects where each product has been used, the designer behind it and their philosophy.

Technology: Time was of the essence for a project with such ample breadth as Mara’s, but since so much needed to be done, we didn’t want to sacrifice precious strategic and design time for the sake of a deadline. We experimented with the time-consuming process of translations and data entry by integrating these directly in the CMS, and we did so through the single click of a button with AI.

We developed a custom WordPress plugin that automates the translation of custom fields using Anthropic’s Claude API. The plugin autonomously scans post and page meta fields to identify text, automatically excluding structural elements, which required a bit of fine-tuning. The remaining text is then batched into JSON payloads and sent to Claude as a single API call, keeping the process cost-efficient.

The interface lives in the WordPress admin panel, where each language appears as a dedicated tab. Editors can preview which fields will be processed, run individual or bulk translations and trigger a full-language pass when needed. Throughout the process, a live progress indicator and operator log any API errors or fields that may need manual review.

The result is a controlled, scalable layer that sits between WordPress and Claude, automating content translation without touching the CMS logic or the page builder architecture. This layer significantly reduces manual effort while keeping data quality and structural consistency intact.